Embracing the New Shopping Journey Online

Rise of ROPO (Research Online, Purchase Offline):

• The retail landscape is witnessing a significant trend where consumers increasingly conduct product research online but prefer to make their purchases in-store. This blended buying approach leverages the convenience of online platforms for information gathering, including e-commerce sites, third-party marketplaces, and online reviews. Despite being a longstanding practice, ROPO's popularity is surging, challenging retailers to adapt and track how their digital user experience influences in-store sales.

BOPIS (Buy Online, Pay In-Store) and Curbside Delivery Challenges:

• The simplicity of BOPIS and curbside delivery models - where customers shop online and pick up their purchases in-store or curbside - belies the complex operational challenges they pose for retailers. Scaling these services requires significant adaptability, transforming traditional stores into efficient fulfillment centers. This process enables consumers to receive their products swiftly and seamlessly, but it demands agility and innovation from retailers.

The Need for Advanced Data Analytics and Unified Customer Data Platforms:

• To keep pace with evolving e-commerce trends, retailers must embrace advanced data analytics and AI. These technologies are crucial for mapping and understanding customer journeys, identifying successful strategies, and pinpointing areas for improvement. Investing in unified customer data platforms, which consolidate customer information from various sources, is becoming increasingly important for retailers to remain competitive and responsive in a market where the integration of online and offline shopping experiences is key.